A New Model for Content Strategy [Confab Central 2016 Session Slides]
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The document presents a new approach to content strategy that emphasizes clear communication and relevance to clients by using a compelling story model. It outlines the need to simplify industry jargon, focus on the holistic aspects of content strategy, and customize narratives to different audiences. The goal is to illustrate the value of content strategy through improved customer experiences and support for business growth.
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A New Model for Content Strategy [Confab Central 2016 Session Slides]
- 1. Content Strategy: A new approach Kathy Wagner and Melissa Breker Content Strategy Inc. ContentStrategyInc.com #CSIFramework #ConfabMN @Team_CS_Inc
- 2. Is this what people look like when you explain content strategy?What is content strategy?
- 4. What is content strategy?
- 5. Stop.
- 6. What if we just show content strategy?
- 7. What’s included in content strategy? What’s part of content strategy?
- 8. Stop.
- 9. What’s included in content strategy? Instead, what if we just show what’s involved? What if we just show what’s involved?
- 10. As an industry, we spend a lot of time talking to ourselves. We wanted a way to talk to the people who buy content strategy.
- 11. We asked ourselves, “How can we start conversations with the right people?”
- 12. We needed to cut through the clutter and confusion that we create in our industry.
- 13. We started with what worked in the past
- 15. We thought about where we wanted to go
- 17. We found that we needed 2 things: A new model A compelling story
- 18. A new model had to: • Show different parts of CS • Emphasize holistic CS • Point to the impact of CS • Avoid our industry jargon • Have a clear framework • Be applicable in different situations.
- 19. Background and context“Front stage” & “Back stage” were the most clear and industry agnostic
- 21. Content strategy
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- 32. The new model: • Shows different parts of CS • Emphasizes holistic CS • Points to the impact of CS • Avoids our industry jargon • Has a clear framework • Is applicable in different situations.
- 33. Then came the story
- 34. Why?
- 35. We need stories in order to build messages that are both “accurate and human”. ~BARRIE SEPPINGS
- 36. Why? A story sells the tickets. • To clients • To managers • To executive • To colleagues.
- 37. The story had to: • Show relevant value • Have a villain and a hero • Cast us in a supporting role • Clarify and simplify CS • Support the new model.
- 38. Different audiences have different interests and values. Customize your story.
- 39. Our story focuses on how CS brings value to businesses through: • Improved customer experiences • Improved quality of service • Reduced operational costs • Increased quality leads • Support for business growth • Big impact on small budgets
- 40. Find the villain, and cast your audience as the hero. Customize your story.
- 41. Our villains started out business generic • Not enough customers • Not enough resources • Increasing online requirements • Noisy complex environment
- 43. And then went big picture • Car accidents • Loss of power • Complicated technologies
- 45. And then ended up personal • Job and reputation risk • Inability to make smart choices
- 46. The hero is always your audience. Never you.
- 47. But you can be the fairy godmother.
- 48. Tell the truth, but: 1. Amplify the pain 2. Simplify the gain 3. Show new connections
- 49. Use metrics and emotion
- 50. Our story for large, public corporation audiences
- 51. Our story: • Shows relevant value • Has a villain and a hero • Casts us in a supporting role • Clarifies and simplifies CS • Supports the new model.
- 53. Our story: • Shows relevant value • Has a villain and a hero • Casts us in a supporting role • Clarifies and simplifies CS • Supports the new model.
- 55. What’s your story? = a new approach for talking about content strategy.
- 56. How could you use this model?
- 57. What’s your story? Tell us, at info@contentstrategyinc.com @Team_CS_Inc
- 58. Let’s stay in touch! Kathy Wagner and Melissa Breker ContentStrategyInc.com @Kathy_CS_Inc @MelissaBreker contentstrategyinc.com/new-approach